London's most literary neighbourhood

The Principal London is a Grade II* listed landmark building that occupies the eastern flank of Russell Square in Bloomsbury. The opening of the 334-room hotel this spring has restored the original grande dame to her original glory while administering a shot of adrenaline to the heart of London’s most literary neighbourhood.

The hotel is steeped in history, the Frederick Hotels Company having first opened its doors in 1898. Lavishly appointed and boasting a striking terracotta exterior – with four British Queens guarding the entrance – it was always intended to be a home to glamour and indulgence. Inside The Principal London, striking, contemporary interior designs by Tara Bernerd & Partners and Russell Sage Studio pay homage to the building’s illustrious history while providing stylish form and function for the modern traveller. The Principal London hopes to create a hub not only for its guests but also for Londoners who have a passion for great food, fabulous cocktails and memorable nights in the city.

During the hotel's soft opening, attractive rates are available as the team find their feet and the last pieces of the 'jigsaw' are put in place.

Our concierge team are on hand to help with recommendations of things to see and do during your stay – send us an email

Rooms & suites

The Principal London has a choice of rooms that range in size from City Singles to the Principal suite. The Principal suite has one bedroom at the prime location of the hotel facing Russell Square and occupies 85 sq. m. All have been beautifully designed by Tara Bernerd & Partners.

Burr & Co. is a stripped-back coffeehouse by day and neighbourhood bar by night, open from breakfast time every day. For glamorous nights out head to Fitz's bar, or book a table at Neptune, our restaurant in partnership with Brett Redman and Margaret Crow.

The Ballroom at The Principal London holds up to 450 people and has the wow factor you'd expect of a grande dame hotel. Eight additional meeting and event spaces combine elegant good looks with smart AV and IT. From 1 June.